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Les antibios, comme il faut, quand il faut 2022

Title or slogan
Les antibios, comme il faut, quand il faut 2022
Publication Year
2022
Leading Institution
French Ministry of Health
Source
https://agriculture.gouv.fr/mots-cles/ecoantibio
Country/Countries
France
Original language
French
Available Language(s)
French
Campaign link
https://agriculture.gouv.fr/animation-les-antibios-comme-il-faut-quand-il-faut
Objective(s)
Reduce antimicrobial resistance in animal farming.

Encourage responsible veterinary prescription of antibiotics.

Promote best practices in livestock management to reduce infection risks.

Educate the public on how AMR in animals affects human health (One Health).
Target audience
Veterinarians and those working in animal health
Campaign Scope
National
Partners or Allies
SIMV – Syndicat de l'Industrie du Médicament et réactif Vétérinaires
GDS – Groupements de Défense Sanitaire
Coop de France
SNGTV – Société Nationale des Groupements Techniques Vétérinaires
Communication Channels Used
Local press
Key messages
Antibiotics must be used only when necessary.

Prevention (biosecurity, hygiene, vaccination) reduces the need for antibiotics.

Responsible use in animals protects human and animal health.

Everyone in the farming sector has a role to play.
Campaign Focus
Animal health
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Animals
Educational model applied
Transmissive
Content Complexity Level
Basic
Content accessibility
Yes
Content accessibility
Plain language
Continuity strategy
One-off campaign
Campaign Start Year
2022
Campaign End Year
2022
Replicability
Yes
Content usage license
Free
Campaign Status
Inactive with live site
Estimated budget
180 000 €
Accessible formats for hearing impaired users not provided
Accessible formats for visually impaired users not provided
Reporting on results or impact not found
Promoting veterinarian-farmer trust is key to shifting health practices

Positive framing around “investment” in health resonates with farmers

Strong event presence can reinforce print campaigns
Clear, concise key message summaries may help reduce misinterpretation.
A central campaign hub or website can improve discoverability and consistency.
Tailoring content to specific groups (e.g., parents, seniors, teens) may enhance impact.
-2 stages campaign : firslty Veterinarian positioned as an expert and ally. Afterwards, encourage behavior change among livestock farmers

Tailored to agricultural professionals with accessible technical vocabulary.

Promoting veterinarian-farmer trust is key to shifting health practices

Positive framing around “investment” in health resonates with farmers

Strong event presence can reinforce print campaigns

Participatory (engagement of farmers and vets through events and partnerships)



Cultural/Contextual Bias
Disability Accessibility Bias
Digital Access Bias
Educational Bias
Evaluation Absence Bias




Not found measurable outcomes or evaluation plan
Limited accessibility
Limited feedback loop
No translation to other languages
Lack of inclusion strategies

No gender or cultural representation in visuals

No direct involvement of marginalized or vulnerable groups
Clear messaging
Call to Action
Dedicated website or online portal
Easy to locate materials
Use of trusted communication channels (vets, fairs, professional press)

Reinforcement of preventive care as a norm

Participatory (engagement of farmers and vets through events and partnerships)